T&G Global Launches Envy™ Apples Global Marketing Campaign; Rebecca Chapman Discusses
NEW ZEALAND - With fall quickly approaching, so too are Mid-Autumn Festival activities and traditions in key Asian markets, and to mark the event, T&G Global has launched its new marketing campaign to encourage shoppers to celebrate the festivities with Envy™ apples.
A key aspect of the festival is gift giving, so the supplier suggests sharing the apple variety with loved ones as part of the occasion.
“Envy apples fit perfectly with gifting occasions due to their large size, beautifully balanced sweetness, and fresh aroma—elevating what an apple can be,” said Rebecca Chapman, Head of Marketing. “Our latest brand campaign promotes sharing the ultimate apple experience with your loved ones throughout the festive holiday.”
The Mid-Autumn Festival is one of the largest celebrations in China, Japan, Vietnam, Malaysia, and many other East and South East Asian countries, according to a press release. Each year, millions celebrate the occasion, providing a unique experience for retailers to capture extra shopper dollars by focusing displays on the festival and its traditions.
Part of T&G’s new campaign includes eye-catching point-of-sale displays for buy-side partners and special premium packaging in central Asian markets like Vietnam, China, Hong Kong, Thailand, and Indonesia.
“We have produced special-edition, premium Envy gift boxes to support the Mid-Autumn festivities,” added Chapman. “The beautifully presented cases match the premium attributes of our apples and are already hugely popular with festival fans.”
To bolster awareness for the celebratory campaign, T&G has also joined forces with influencers in many Asian markets, promoting Envy apples and their potential usage during the Mid-Autumn festival.
“We’re collaborating with key opinion leaders and micro influencers in the Asian market to showcase how to celebrate with Envy apples,” continued Chapman. “In combination with other social media activations, we’re expecting to reach more than 5.6 million people.”
Already a standout performer in the produce aisles, Envy brand apples sold out last season and continue to remain popular with consumers.
“Globally, there’s incredible appetite for Envy,” Chapman explained. “Independent research has forecast that we need at least another 25 million TCEs by 2030 to meet potential consumer demand, especially in China, Vietnam, Thailand, and the USA.”
Celebrations and decorations are about to go up for the Mid-Autumn Festival, and so too should your displays of Envy apples to take advantage of this auspicious time for retail sales.